New tobacco sale regulations come into force in Belgium on 1 April

From 1 April, all tobacco products including cigarettes, cigars and e-cigarettes can no longer be displayed in Belgian stores.

Sellers risk penalties of one month to one year in prison and fines from €2,000 to €800,000, according to FPS Public Health.

But is the government likely to enforce these penalties, or are they intended to act as a deterrent, asks RTL info.  

The new regulations have actually been in force since last year but what is known as a “tolerance period” comes to an end on 31 March, the day before the ban on the display of tobacco products.

Newsagents can rest assured, they probably won't go to prison, said FPS Public Health. However, fines will be imposed for violations and these will rise in severity for repeat offenses.

The penalties are aimed at raising awareness among retailers, even if they act as a scare tactic in the process. Above all, these measures demonstrate the government's commitment to strictly enforcing the new regulations.

It will also no longer be possible to sell tobacco at temporary points of sale such as markets or festivals.

The goal is to reduce the visibility of tobacco products and make smoking less attractive, particularly for young people. This is part of Belgium’s  tobacco plan, a series of measures launched in 2022 that aims for a smoke-free generation by 2040.

Smart camera to help prevent tobacco sales to minors

A new law also comes into force on 1 April that requires sellers to ask for the ID of anyone purchasing tobacco products or alcohol and who appears to be under the age of 25, reports Bruzz.

Although the purchase of alcohol or cigarettes is prohibited for minors, people who look older are still managing to buy them. That’s why Perstablo, the sector federation of tobacco sellers, among others, is launching a smart camera to help screen customers.

Using artificial intelligence, the PASSage device makes an accurate estimate of customers’ age based on their face.

"This gives shopkeepers a foothold to ask for an identity card," says Yannick Geyssens, chairman of Perstablo, the umbrella organization of press, tobacco and gambling sellers, which launched the project.

If the light turns red, it means the buyer looks younger than 25 and their age can be checked. The device is not connected to the internet, so the information is not stored and does not constitute an invasion of privacy.

About a hundred night shops in Belgium will be equipped with this technology, including in Brussels.

Photo: ©Belga/Eric Lalmand